Supermarket consumers and gender differences relating to their perceived importance levels of store characteristics

Abstract

a b s t r a c tFamily grocery shopping is the accepted domain of women; however, modern social and demographic movements challenge traditional gender roles within the family structure. Men now engage in grocery shopping more freely and frequently, yet the essence of male shopping behaviour and beliefs present an opportunity for examination. This research identifies specific store characteristics, investigates the perceived importance of those characteristics and explores gender, age and income differences that may exist. A random sample collection methodology involving 280 male and female grocery shoppers was selected. Results indicated significant statistical differences between genders based on perceptions of importance of most store characteristics. Overall, male grocery shoppers considered supermarket store characteristics less important than female shoppers. Income did not affect shoppers' level of associated importance; however respondents' age, education and occupation influenced perceptions of price, promotions and cleanliness.

What Do Airplane Travelers Think about the Cleanliness of Airplanes and How Do They Try to Prevent Themselves from Getting Sick?

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Consumers’ Purchasing Decisions for Confectionery and Savoury Snack Food Items on and off Promotion

“…Despite Hollywood et al (2016), Nakamura et al (2015) and Albright (2015) confirming a balance among healthy and less healthy promotions, it is interesting to discover consumers' perceptions on the healthfulness of promotions being skewed more prevalently towards less healthy food items. The observance of a greater percentage of males reporting they were unsure about the balance of promotions may be explained by Mortimer and Clarke (2011), who find males take less time to shop and are less likely to comparison shop for the best deal and therefore they may be less observant of promotions and the retail environment.…”

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